Análisis de la percepción de las marcas de zapatos deportivos en la ciudad de Guayaquil.

Abstract

The following market study: "Analysis of the perception of shoe brands in the city of Guayaquil", was designed in five stages: In the first part, in order to understand the sports footwear market, it starts by analyzing the manufacturing industry and its economic data, and after that, entering the footwear industry, where imports and exports of the product are compared. In the second part, the theoretical framework is constructed, with the necessary terms to understand everything related to the subject studied, followed by the referential framework, where different studies related to specialized technical footwear and finally the legal framework detailing the laws and Product regulations in the country. After this, the research structure is elaborated, which includes design, parameters and type of research that also applies the tools used to gather the necessary information. In this study, in-depth interviews, projective techniques and surveys are used. Finally, in the fourth part of the investigation, graphs and different statistical methods are presented, such as contingency tables, correlations an d multiple correspondence analysis, in order to present and interpret the relevant results that allow defining conclusions.